I look at customer acquisition as a system, not a collection of marketing channels.
I've spent years working across different parts of digital acquisition.
- I've built websites.
- I've worked on search visibility.
- I've worked with paid acquisition.
- I've worked on conversion.
- I've worked on outbound.
- I've built automation systems.
And I've seen what happens when these pieces are treated as completely separate activities.
- A business can have traffic without enough enquiries.
- It can have leads without a reliable follow-up process.
- It can have a beautiful website that doesn't convert.
- It can rank for searches that bring the wrong people.
- It can run campaigns without really knowing where the opportunities are being lost.
That's what changed how I think about marketing.
I stopped looking at individual channels first.
I started looking at the system connecting them.
My story
My background sits at the intersection of technology, marketing, communication and business growth.
Over time, I've worked on the infrastructure that businesses use to attract customers, the channels they use to reach them, the experiences they use to convert them and the systems that help sales teams follow up.
That range of experience became useful for one reason:
I can see how the pieces affect one another.
- A search problem may actually be a positioning problem.
- A traffic problem may actually be a targeting problem.
- A lead problem may actually be an offer problem.
- A conversion problem may actually be a messaging problem.
- A follow-up problem may have nothing to do with lead generation and everything to do with the process after the lead arrives.
So instead of beginning with:
"Which service do you need?"
I prefer to begin with:
"Where is your customer acquisition system breaking?"
What I do now
Today, I help businesses build and improve customer acquisition systems across four areas:
Get Found
Search visibility across SEO, AEO, GEO and Local SEO.
Create Demand
Outbound, lead generation and paid acquisition.
Convert Attention
Websites, landing pages, messaging and conversion optimization.
Follow Up
Sales automation, lead routing, AI sales assistants and follow-up systems.
These are not four unrelated services.
They are parts of the same system.
The exact sequence can change depending on the business.
The principle doesn't.
How I work
Start with the bottleneck
I don't assume you need SEO because traffic is down or outbound because leads are low.
I first try to understand where the acquisition system is actually losing opportunities.
Understand the business
Before recommending tactics, I want to understand the offer, customer, buying process, economics and existing acquisition channels.
Connect the pieces
Search, outbound, paid acquisition, conversion and automation should not operate in isolation.
I look at how they affect one another.
Build what is needed
- Sometimes the answer is better search visibility.
- Sometimes it is a better offer.
- Sometimes it is a landing page.
- Sometimes it is outbound.
- Sometimes the biggest opportunity is what happens after a lead arrives.
The solution should follow the problem.
Measure what matters
Traffic and impressions can be useful signals.
But the bigger questions are:
- Are the right people finding you?
- Are they taking action?
- Are qualified opportunities being created?
- Are those opportunities being followed up?
- Is the system becoming more efficient?
What happens when the system works better
Our biggest win wasn’t simply getting more meetings. It was creating more opportunities without having to add another full-time SDR immediately. The system is now producing around 10 qualified meetings a month, and we’ve attributed roughly $150K in new revenue to opportunities generated through the campaign. For a relatively lean sales team, that’s been significant.
Madelaine Phillip I was spending way too much of my week prospecting, writing follow-ups and chasing people who had gone quiet. Once Outbound Oak took over the process, I could finally get out of the weeds. We started averaging around 20-ish bookings per month from their campaigns, and I wasn’t the one manually making all of that happen anymore. That alone made the engagement worthwhile.
Nduka Dagbue, Getachus We started working with Outbound Oak because our pipeline had become too dependent on referrals. Within a few months, outbound was consistently generating 15–20 qualified meetings a month. More importantly, those meetings started turning into actual opportunities. We’ve closed just over $100K in new business that originated from the outbound program so far. It’s now a meaningful part of our growth engine.
Ramsey Rob, Splitfire Graphics
What I believe
Don't start with the channel. Start with the bottleneck.
There are countless ways to generate attention.
The harder question is whether that attention turns into business.
A company doesn't necessarily need another marketing activity.
It may need the activities it already has to work together better.
That's the problem I want to solve.
Technology is a tool
I'm interested in AI and automation because they can remove friction from customer acquisition.
- But AI is not the strategy.
- Automation is not the strategy.
- SEO is not the strategy.
- Outbound is not the strategy.
The strategy is building a customer acquisition system that makes sense for the business.
The technology should serve that system.
Why Osobase?
Because I don't want to sell businesses a bigger list of marketing activities.
I want to understand how they currently acquire customers, find where opportunities are being lost, and build the missing pieces.
- That might involve search.
- It might involve outbound.
- It might involve paid acquisition.
- It might involve a website.
- It might involve conversion optimization.
- It might involve automation.
Often, it involves several of them working together.
The work starts with the problem, not the tool.
Personal note
I'm a builder at heart.
I enjoy figuring out why something isn't working, understanding the moving parts, testing a better approach and turning the result into a system that can be repeated.
That's what I bring to customer acquisition.
Not another channel.
A better way of connecting the channels that matter.
Not sure where your acquisition system is breaking?
Let's start with the diagnosis. I'll look at how your business gets found, creates demand, converts attention and follows up with opportunities.